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Germans are hunters and gatherers – when it comes to the right bonus. Almost three quarters of Germans use loyalty programs. This puts them well above the European average. The customer loyalty industry, with over 2,000 bonus programs, has been delighting its members for years. Almost 60 million Germans are now enthusiastic about the benefits offered by bonus programs.
Now they are being honoured for the third time. With the German Bonus Awards, we give your customers, as well as selected experts, media representatives, and influencers, a voice and honour the achievements of an industry that has inspired so many customers for years with a great deal of commitment, innovation, and inspiration.
The first German Bonus Awards 2021 already attracted attention. Numerous well-known programs such as Payback, BahnBonus, Miles & More, Kaufland Card, Shoop, Best Western Rewards, Marriott Bonvoy, World of Hyatt, Flying Blue and retailers such as EMP took part. Last year over 128.000 customers cast their vote. In the course of the German Bonus Awards, one of the largest German user studies on the subject of bonus programs and cashback is conducted annually.
Success is an incentive: As in 2025, the Bonus Awards will also be presented in Austria and Switzerland.
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THE AWARDS
voted for by the public
voted for by the jury
Bonus
CUSTOMER
Awards
Bonus
MEDIA
Award
Bonus
VIP
Award
for brands
for brands
for brands
The German Bonus Awards distinguish between the Customer Awards and the Jury Awards.
The Customer Awards are pure customer centricity. Here, customers rate the programs, promotions and customer service.
In the Jury Awards – the Media Award and the VIP Award – recognized experts, journalists and VIPs evaluate the entries in various categories.
In contrast to the other three awards, the Expert Awards are staged as an international competition in Germany and Austria.
As a result, the Bonus Awards offer a detailed look at the nominated programs and the future of the customer loyalty industry. The competition showcases the best programs – whether they come from an established company or a start up.
THE AWARDS
voted for by the public
Bonus
CUSTOMER
Awards
for brands
voted for by the jury
Bonus
MEDIA
Award
for brands
Bonus
VIP
Award
for brands
Procedure and TIMING
REGISTRATION
Deadline
December 12, 2025
Register your program by December 12, 2025 at the rate of EUR 499.
submission
Deadline
December 12, 2025
For the Customer Awards, a picture and a brief text are needed for the Best Action/Promotion subcategory only; no additional submissions are required for other subcategories. The entry deadline is December 12, 2025.
voting
24.01 – 15.02.2026
Here we go. Customers select the best programs of the year over 3 weeks. During this time it is important to motivate as many fans and customers as possible to take part in the vote.
ANNOUNCEMENT
March 25, 2026
The winners will be announced at an award ceremony as part of the DACH Loyalty Days on March 25, 2026.
The top three winners in each category will receive a trophy and digital badges that they can use for their public relations.
GET in touch
GENERAL ENQUIRIES
Ulf-Gunnar Switalski
Tim Balbach
Project Manager
tim.balbach@thebonusawards.com